Challenge:
The brand story was getting lost in translation
The brand story was getting lost in translation
The real challenge wasn’t only technical—it was clarity. Catch+Release needed a website that clearly articulated its unique value proposition while empowering the marketing team with greater control over the brand experience. The previous site lacked the flexibility to evolve with the company’s vision, and its messaging didn’t fully connect with the right audiences.
My Role: Lead a cross-functional team to translate the company’s strategic goals into a seamless, intuitive, and scalable web experience—aligning brand storytelling with business objectives while managing a complex migration.
The Goal: Elevate the brand’s positioning and messaging while transitioning from Sanity (headless CMS) to Webflow—giving marketing full ownership over content, user journey, and real-time updates.
This project wasn’t just about a website—it was about making Catch+Release’s value instantly clear. Nothing captured that better than this moment:
“I finally know what the company does.”
Previous website homepage
New website homepage with full bleed video
The Complexity: Ensure a seamless integration with Catch+Release’s proprietary licensing platform while safeguarding UX integrity, SEO performance, and brand consistency.
The Scale: Overhaul 100+ pages of content, refine site architecture, and evolve the brand identity—all without disrupting the business.
Solution:
A Unified Brand, Product, and Content Strategy
A Unified Brand, Product, and Content Strategy
As Project Lead & Creative Director, I led the website migration, UX refinements, and brand refresh, ensuring:
Content Curation & Migration at Scale → Curated 800+ assets, migrated 100+ pages, and restructured content for clarity, consistency, and SEO.
Brand Evolution & UX Enhancements → Refined typography, messaging, and navigation to create a cohesive, editorial identity.
Cross-Team Workflow Creation → Built a structured workflow allowing designers & developers to access curated content seamlessly.
Seamless Product Integration → Aligned marketing, product, and content licensing workflows for a unified experience.
That's the power of clarity-driven design. By refining the messaging, streamlining the user experience, and elevating the brand's visual identity, the site feels effortless and elegant—every image and interaction guides the user intuitively toward an understanding of the company.
Results & Impact:
A High-Performing Digital Experience
A High-Performing Digital Experience
100+ pages successfully migrated while preserving SEO integrity and content hierarchy.
Elevated brand positioning through messaging, design enhancements, and editorial storytelling.
Seamless integration with product → Strengthened alignment between marketing, content, and the licensing platform.
Scalable, future-proof foundation → Empowered the team to manage, evolve, and expand the site without engineering bottlenecks.
A Future-Proof Platform for Growth
Migrating to Webflow was a pivotal shift—turning Catch+Release’s website into a dynamic, easy-to-manage platform that supports:
•Seamless storytelling & brand evolution
•Scalable workflows that empower marketing
•Frictionless integration with product & licensing
•Scalable workflows that empower marketing
•Frictionless integration with product & licensing
Ensuring the platform remains adaptable, intuitive, and built for the future.
Striking, Smart, and Surprising—Just Like the Best Ideas
Looking to create an unforgettable brand experience?
I help brands, agencies, and creative teams turn big ideas into immersive, high-impact solutions—whether through strategic content curation, interactive experiences, or digital innovation.
I help brands, agencies, and creative teams turn big ideas into immersive, high-impact solutions—whether through strategic content curation, interactive experiences, or digital innovation.